Consumer community cognition, brand loyalty, and behaviour intentions within online publishing communities: An empirical study of Epubit in China

2020 ◽  
Author(s):  
Zhiqiang Zhang ◽  
Lei Zheng
Keyword(s):  
Empirical Study ◽  
Brand Loyalty ◽  
Online Publishing ◽  
Community Cognition

Comparison of Rural and Urban Consumer Behaviour in Punjab and Chandigarh: An Empirical Study

2002 ◽  
Vol 27 (3) ◽  
pp. 149-176 ◽  
Author(s):  
B.S. Bhatia ◽  
Anupam Bawa
Keyword(s):  
Empirical Study ◽  
Marketing Strategy ◽  
Brand Loyalty ◽  
Consumer Behaviour ◽  
Geographic Region ◽  
Distinctive Features ◽  
Rural Market ◽  
Urban Market ◽  
Rural And Urban

The region of Punjab and Chandigarh does not show the type of differences in consumer behaviour that are normally expected in a rural urban market comparison in India. In fact, the rural market shows more similarities than differences with the urban market. Many of these similarities are in those aspects about which earlier writers had found great differences, e.g. frequency of purchase, type of distribution outlet patronised, brand loyalty, exposure to advertisements, to name but a few. No stark differences in consumer behaviour were found on comparing the rural market with the urban market. The distinctive features of this region, including its prosperity and well connectedness may be responsible for these findings. The findings of this study have a bearing on the marketing strategy that should be designed for geographic region.

A process model for identifying online customer engagement patterns on Facebook brand pages

2018 ◽  
Vol 31 (2) ◽  
pp. 595-614 ◽  
Author(s):  
Vidyasagar Potdar ◽  
Sujata Joshi ◽  
Rahul Harish ◽  
Richard Baskerville ◽  
Pornpit Wongthongtham
Keyword(s):  
Empirical Study ◽  
Brand Loyalty ◽  
Design Methodology ◽  
Process Model ◽  
Customer Engagement ◽  
Content Type ◽  
Communication Interaction ◽  
Facebook Pages ◽  
Maximum Reliability ◽  
Practical Implications

Purpose The purpose of this paper is to develop and empirically test a process model (comprising of seven dimensions), for identifying online customer engagement patterns leading to recommendation. These seven dimensions are communication, interaction, experience, satisfaction, continued involvement, bonding, and recommendation. Design/methodology/approach The authors used a non-participant form of netnography for analyzing 849 comments from Australian banks Facebook pages. High levels of inter-coder reliability strengthen the study’s empirical validity and ensure minimum researcher bias and maximum reliability and replicability. Findings The authors identified 22 unique pattern of customer engagement, out of which nine patterns resulted in recommendation/advocacy. Engagement pattern communication-interaction-recommendation was the fastest route to recommendation, observed in nine instances (or 2 percent). In comparison, C-I-E-S-CI-B-R was the longest route to recommendation observed in ninety-six instances (or 18 percent). Of the eight patterns that resulted in recommendation, five patterns (or 62.5 percent) showed bonding happening before recommendation. Research limitations/implications The authors limited the data collection to Facebook pages of major banks in Australia. The authors did not assess customer demography and did not share the findings with the banks. Practical implications The findings will guide e-marketers on how to best engage with customers to enhance brand loyalty and continuously be in touch with their clients. Originality/value Most models are conceptual and assume that customers typically journey through all the stages in the model. The work is interesting because the empirical study found that customers travel in multiple different ways through this process. It is significant because it changes the way the authors understand patterns of online customer engagement.

Does brand loyalty influence double jeopardy? A theoretical and empirical study

2005 ◽  
Vol 14 (7) ◽  
pp. 414-423 ◽  
Author(s):  
Subir Bandyopadhyay ◽  
Kunal Gupta ◽  
Laurette Dube
Keyword(s):  
Empirical Study ◽  
Brand Loyalty ◽  
Double Jeopardy

scholarly journals An Empirical Study of Brand Loyalty on Samsung Electronics in Pakistan

2014 ◽  
Vol 5 (1) ◽  
Author(s):  
Faiq Kamal Haider Hashmi ◽  
Faisal Khalid ◽  
Muhammad Ammar Akram ◽  
Usman Saeed ◽  
Muhammad Rizwan
Keyword(s):  
Empirical Study ◽  
Brand Loyalty

scholarly journals Lovemark effect: analysis of the differences between students and graduates in a love brand study at a public university

Innovar ◽  
2020 ◽  
Vol 30 (75) ◽  
pp. 43-56 ◽  
Author(s):  
Iván Alonso Montoya-Restrepo ◽  
Javier A. Sánchez Torres ◽  
Sandra Patricia Rojas Berrio ◽  
Alexandra Montoya-Restrepo
Keyword(s):  
Empirical Study ◽  
Brand Loyalty ◽  
Public University ◽  
Brand Experience ◽  
Effect Analysis ◽  
Brand Love ◽  
Positive Effects ◽  
National University ◽  
Brand Involvement ◽  
Determining Factor

The purpose of this paper is to consolidate the measurement of a lovemark and unify a set of elements that form a lovemark in university institutions by considering the differences between students and graduates. Based on a review of factors that build a lovemark, brand loyalty relationships were explored. In addition, an empirical study was carried out and applied to a sample of 257 participants at the National University of Colombia (UNAL), one of the most important uni­versities in this country. The results validated the positive effects of brand love, brand experience, and brand involvement on brand loyalty, the determining factor of a university lovemark. This article is one of the first works integrating all the constructs proposed by prior research studies, which, until now, have approached lovemark and brand loyalty separately.

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